Marketing Essentials

Marketing Essentials

TABLE OF CONTENTS
 INTRODUCTION
 Concepts of Marketing along with its current and future trends
 Marketing Processes
 Evaluating the various responsibilities and roles of Marketing department at TESCO
 Evaluating marketing responsibilities with regards to marketing environment at TESCO
 Analysing the interrelationships of various marketing functions with other operational
units of TESCO
 CONCLUSION
 REFERENCES

INTRODUCTION
 Marketing can be defined as the process
through which an organisation
encourages purchasing and selling of
their goods and services. Marketing also
includes the promotion, sale and
delivery of goods and services to
consumers and businesses.
 It signifies the various
interrelationships between other
operational units of an organisation and
its marketing division.

Concepts of Marketing along with its
current and future trends
 Marketing is the process of purchasing and selling goods and services in order to help the
organisation achieve its objectives and goals.
 It acts as the face of an organisation which interacts with the public, prepares and
produces all the materials through which the organisation is represented to the public in
market.
 Its the function of an organisation's marketing division to interact with investors,
customers, partners etc. by constructing an image which highlights the organisation in a
positive light and represents all the values and ethics that TESCO represents.

CONT.
 In today's digital age, marketing trends change frequently but one of the most useful and beneficial
marketing trend to arise, has been the creation and implementation of marketing tools and strategies in order
to improve upon current marketing processes and optimise marketing operations to increase productivity.
Currently there exists three distinct types of marketing tools to aid marketers:
 1) Product Management Tools, which can track projects and collect customer's feedbacks
 2) Marketing Automation Tools, which aid in managing and scheduling all processes related to user's
marketing campaign strategies
 3) Product Information Management Tools (PIM), which aid in analysing, storing, collecting and
distribution of all relevant product information.

Marketing Processes
 The marketing process primarily consists of following elements:
 Strategic Marketing Analysis: This analysis helps an organisation evaluate the market, to
discover opportunities that might be present. Opportunities discovered relates to customer's
requirements currently unfulfilled by the competition. Organisation also performs necessary
market research and selects a preferred target market to service based upon the opportunities
present.
 Developing Marketing Mix: After strategic marketing analysis, organisation moves to
planning its marketing mix, which is made up of four P's (product, price, place and promotion)
of market.